I am an Assistant Professor of Marketing at National University of Singapore, with affiliations at the Institute of Operations Research and Analytics (IORA), the Global Asia Institute (GAI) and the Artificial Intelligence Institute (NAII) at NUS. I hold a Ph.D. in Management with a focus on Quantitative Marketing from the MIT Sloan School of Management. Additionally, I have an M.A. in Economics from the University of Rochester, as well as a B.A. in Economics and a B.S. in Mathematics from Renmin University of China.

 

My current research leverages a range of quantitative methods—including causal inference, field experiments, game theory, machine learning, and optimization—to develop business solutions for marketing and sales challenges in the era of big data. My work spans various industries, such as fashion, finance, insurance, real estate, retail, and ride-hailing. Key research areas include human-AI interaction, incentive design, sales force management, and targeted marketing.

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My research has been published in Management Science, Marketing Science, and Marketing Letters. I am a recipient of the Gary L. Lilien ISMS Practice Prize, awarded for excellence in implementing marketing science in industry. Additionally, I have been a finalist for the ASA Statistics in Marketing Doctoral Research Award, the MSI China Conference Best Paper Award, and the Shankar-Spiegel Dissertation Award. I serve on the Editorial Board for Marketing Science.​

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